How to run an event: part one – why, when and where do you start?

Planning an event can feel overwhelming, but getting the basics right from the start makes all the difference. At the Royal Academy of Dance, we know that a well-organised event isn’t just about logistics – it’s about creating an experience that resonates.

Last year, we had the pleasure of joining a panel discussion at Cvent Connect Europe, where we shared insights on how to run an event successfully. Now, we’re bringing those ideas to you! If you’re wondering where to start, here’s what you need to know.

Why events matter for business growth

Hosting an event isn’t just about putting on a show – it’s a powerful business strategy. Events help businesses connect with their audience, boost brand awareness, and drive engagement in ways that digital marketing alone cannot.

Research supports this:

• 85% of event marketers believe in-person events are essential for business success (Bizzabo, 2023).
• 79% of companies use events to drive sales, and 62% use them for brand positioning (Event Marketing 2024 Report).
• According to Harvard Business Review, companies that integrate events into their marketing strategy see higher customer retention and loyalty (TTEC Digital, 2023).

Events create an opportunity to:

• strengthen relationships with customers, partners, and stakeholders
• showcase expertise through keynote speakers, panels, or product demos
• generate leads and business opportunities in a face-to-face setting and
• enhance brand credibility and position your organisation as a thought leader.

Whether you’re hosting a corporate conference, a networking session, or a fundraising gala, well-planned events can drive tangible business outcomes and create a lasting impact.

When should you start planning?

Every event is different, but timing is everything to run a successful event. A 12-month lead time is ideal for larger-scale events, giving you the breathing space to secure the perfect venue, line up speakers, and confirm sponsors.

If your event is an annual one, consider taking a long-term approach – mapping out a 5-to-10-year plan can help you track growth, audience engagement, and future improvements. The key to how to run an annual event successfully is to think beyond just this year. What do you want your event to look like in five years? How will it evolve?

Finding the perfect date

Choosing the right date can make or break attendance. The last thing you want is to clash with other major events in your industry or hold your event on a national holiday when people are away.

Start by checking for potential conflicts, then consult with key stakeholders to find a date that works for everyone. When planning how to run an event it’s also worth considering seasonality travel costs, weather conditions, and even public sentiment can impact turnout.

What do you want your audience to take away?

A successful event is one that leaves a lasting impression. But what does that mean?

Ask yourself:

• What actions should attendees take after the event? Should they sign up for something? Share their experience?
• Are you trying to change perceptions or introduce new knowledge?
• How should people feel when they leave? Inspired? Motivated? Energised?

Creating a sense of belonging, purpose, and value for your audience is what transforms an event from ordinary to unforgettable.

Defining your event goals

Every event needs a clear purpose. Before you get caught up in logistics, take the time to define what success looks like. Are you aiming to increase brand awareness? Raise funds? Educate? Knowing your goals will shape every decision you make.

Once you have a vision, break it down into practical steps. What do you need to do each day, week, or month to bring your event to life?

Visualising success

Imagine your event is a huge success – what does that look like? Who is in the room? What conversations are happening? The more you can visualise the outcome, the clearer your roadmap will be. Thoughtful planning and attention to detail will help you run an event successfully and turn that vision into reality.

Looking for the perfect venue?

If you’re searching for a beautiful, well-equipped event space, why not consider the Royal Academy of Dance? Our Aud Jebsen Studio Theatre and studio spaces at our London headquarters provide a stunning setting, complete with technical support and a dedicated team to ensure everything runs smoothly.

Email hires@rad.org.uk to arrange a visit and see how we can help bring your event to life.